AI & Machine Learning

The $200 billion functional drink boom is turning into a wellness arms race

Ali Nemati6 hours ago28 sec read2 views0 listens

The functional beverage market, valued at $208 billion in 2024 and projected to double over the next decade, is rapidly evolving as brands incorporate health-promoting ingredients like fiber, protein, adaptogens, and nootropics. This trend matters because it reflects a broader cultural shift towards proactive wellness, driven by younger consumers and amplified through social media, making traditional beverages obsolete in favor of those that offer specific health benefits.

Read the full article at Business Insider

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